As a translation services provider, Avantpage is poised to offer expertise, services, information and guidance to health plans, healthcare providers, health organizations and others who are either directly or indirectly involved with healthcare reform. We have extensive experience reaching out to Latino markets through Spanish language initiatives, and we specialize in culturally appropriate, effective messaging that is accurate and high-quality. We recently attended a presentation from California Endowment at The State of the Healthcare Conference in Sacramento, CA on April 23, 2013, and we’d like to share some of the insights and information gleaned from our experience.
In California, there are seven million uninsured individuals, with Latinos representing 61% of this population. Once healthcare reform goes into full effect, these people will be newly eligible for coverage through Covered California, California’s health benefit exchange. Outreach efforts to reach this population require a multi-pronged approach. These efforts should include partnering with Latino media outlets (Univision, Telemundo, La Opinion, and Radio Bilingue) sponsoring and initiating community awareness and enrollment events, and working with hospitals and care providers to promote wellness and informational programs.
It is important for health plans to reach out to uninsured Latinos now, and let them know that you offer what’s most important to them:
Prevention and Wellness
Prevention was found to be the #1 most important message to use when reaching out to uninsured Latinos. This market is very responsive to the use of wellness checkups, preventative care and other measures to keep families and children healthy.
Latinos are highly concerned about price, value and financial security. Tailor your message so that you focus on these issues and address affordability concerns.
Access to Trustworthy, Experienced Medical Professionals
This market tends to view doctors as highly respected and trusted professionals. Make sure that you provide comprehensive information regarding the medical professionals available through your plan.
Easy-to-Understand, Culturally-Appropriate Information
Over half of uninsured Latinos speak Spanish (alone and with English) at home. It is critical that your message, outreach materials, website and documentation is presented in Spanish, using high-quality translation that addresses cultural norms, reading levels and accessible translation of medical and insurance language. When referring to healthcare reform, “Obamacare” is the preferred term among Latinos, according to Survey of CA Latinos, March 2013.
Reaching Spanish-speaking populations regarding new healthcare initiatives is critical as healthcare reform moves into its final phase of implementation. Health plans must take action now in order to present information, benefits, and features in ways that are understandable and accessible to Hispanic markets.
For more information on how you can tailor your services to meet the needs of your Latino audience, contact us today! Avantpage can offer suggestions, guidance and information for putting together a comprehensive, cost-effective translation program to help you communicate more effectively, increase your market share and secure new business.